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Why You Must Be Mobile First Now

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You have your Responsive web site and think you’re all set? NOT EVEN CLOSE!
The mobile revolution is well underway, and it’s imperative that you shift your entire mindset to mobile first now. This presentation will explore what that actually means, and show you the awesome opportunities that it can create for you. Eric Enge's Keynote at Raleigh SEO Conference in April 19, 2016.

Published in: Marketing
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Why You Must Be Mobile First Now

  1. 1. Eric Enge @stonetemple www.stonetemple.com Why You Must be Mobile First NOW!
  2. 2. Eric Enge @stonetemple www.stonetemple.com Who Am I? Columnist & Contributor CEO & Founder 60+ person Digital Marketing and SEO agency
  3. 3. Eric Enge @stonetemple www.stonetemple.com 1984 World Foosball Champion – “Goalie War” Eric Enge – Fun Fact
  4. 4. Eric Enge @stonetemple www.stonetemple.com
  5. 5. Eric Enge @stonetemple www.stonetemple.com 1. Google vs. Facebook
  6. 6. Eric Enge @stonetemple www.stonetemple.com
  7. 7. Eric Enge @stonetemple www.stonetemple.com
  8. 8. Eric Enge @stonetemple www.stonetemple.com
  9. 9. Eric Enge @stonetemple www.stonetemple.com 2. Mobile As a Ranking Factor
  10. 10. Eric Enge @stonetemple www.stonetemple.com What Happened With Mobilegeddon? We Analyzed 15,235 Queries Week of April 17, 2015, and Again on May 18, 2015
  11. 11. Eric Enge @stonetemple www.stonetemple.com Mobile DOES Matter as a Ranking Factor
  12. 12. Eric Enge @stonetemple www.stonetemple.com Google Plans 2nd Rankings Boost for May 2016
  13. 13. Eric Enge @stonetemple www.stonetemple.com
  14. 14. Eric Enge @stonetemple www.stonetemple.com 3. Rise of Voice Search
  15. 15. Eric Enge @stonetemple www.stonetemple.com “Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.” Greg Sterling Search Engine Land June 27, 2014
  16. 16. Eric Enge @stonetemple www.stonetemple.com “We get 30 times as many action queries by voice as by typing.” “Last year, the number of mobile voice searches more than doubled than the year before.” Gary Illyes February 11, 2016
  17. 17. Eric Enge @stonetemple www.stonetemple.com 4. SPEED
  18. 18. Eric Enge @stonetemple www.stonetemple.com Facebook Instant Articles
  19. 19. Eric Enge @stonetemple www.stonetemple.com Fast Loads “Instantly” Visualization Features Scroll Left to Right Zoom In Connect to Maps Key Features
  20. 20. Eric Enge @stonetemple www.stonetemple.com Example of a Gawker News FIA This Lightning Bolt Indicates an FIA
  21. 21. Eric Enge @stonetemple www.stonetemple.com Example Ad on an Instant Article
  22. 22. Eric Enge @stonetemple www.stonetemple.com Your Ad Platform Will Run Your Ads No Revenue Sharing with FB Expected Analytics Can Still Run Your Analytics Integrates Into Your Existing Platform Proprietary System Running on Facebook Platform Connects to Your Infrastructure
  23. 23. Eric Enge @stonetemple www.stonetemple.com Facebook Can Also Run Ads On Your Behalf
  24. 24. Eric Enge @stonetemple www.stonetemple.com Source: Business Insider Instant Articles Increases Reach on Facebook
  25. 25. Eric Enge @stonetemple www.stonetemple.com Source: Business Insider Reports of Increased Web Site Referrals Too?
  26. 26. Eric Enge @stonetemple www.stonetemple.com Google’s Accelerated Mobile Pages (AMP)
  27. 27. Eric Enge @stonetemple www.stonetemple.com Open System Participants Include: • Google • Twitter • Pinterest • Wordpress • The Guardian
  28. 28. Eric Enge @stonetemple www.stonetemple.com Limited HTML/JS Elements Allowed Limited HTML Elements • No Forms • Nearly No JavaScript • Can Only Use AMP Provided JS Library • All Content is Pre-rendered
  29. 29. Eric Enge @stonetemple www.stonetemple.com Normal Version of Page
  30. 30. Eric Enge @stonetemple www.stonetemple.com AMP Versions of Same Page
  31. 31. Eric Enge @stonetemple www.stonetemple.com AMP Impact on Page Size Source: SmallSEOTools.com 71% Reduction in Page Size
  32. 32. Eric Enge @stonetemple www.stonetemple.com AMP Impact on Page Speed Based on Size Alone 35 Point Improvement in Page Speed
  33. 33. Eric Enge @stonetemple www.stonetemple.com Google Partners Can Cache the Page This Will Speed Up the Page Even Further
  34. 34. Eric Enge @stonetemple www.stonetemple.com How Caching Works
  35. 35. Eric Enge @stonetemple www.stonetemple.com AMP Impact With Caching Included
  36. 36. Eric Enge @stonetemple www.stonetemple.com Implementation Overview
  37. 37. Eric Enge @stonetemple www.stonetemple.com
  38. 38. Eric Enge @stonetemple www.stonetemple.com Importance of Speed Faster Pages ARE a big deal Continuing Rise of Mobile Devices Only Drives More Demand Your Competitor Will Do it, Whether or Not You Do Can’t Ignore the Importance of Mobile Performance
  39. 39. Eric Enge @stonetemple www.stonetemple.com 5. Apps
  40. 40. Eric Enge @stonetemple www.stonetemple.com
  41. 41. Eric Enge @stonetemple www.stonetemple.com Apps Growing Much Faster Than Mobile Browser or Desktop
  42. 42. Eric Enge @stonetemple www.stonetemple.com 44% of ALL Digital Media Time
  43. 43. Eric Enge @stonetemple www.stonetemple.com The Issue with Apps
  44. 44. Eric Enge @stonetemple www.stonetemple.com The Opportunity with Apps
  45. 45. Eric Enge @stonetemple www.stonetemple.com Top 10 mobile apps by US unique visitors, June 2015v Source: comScore Facebook Google
  46. 46. Eric Enge @stonetemple www.stonetemple.com
  47. 47. Eric Enge @stonetemple www.stonetemple.com Key Factors • Gain a Captive Audience • Push Messaging Ability • Learn About User Base •Can You Build Something that People Will Want to Install and Use? Should You Build Your Own App?
  48. 48. Eric Enge @stonetemple www.stonetemple.com App Store Optimization
  49. 49. Eric Enge @stonetemple www.stonetemple.com App Store Optimization (ASO) is the Process of Tuning Your App Listings to Increase Your App Store Ranks, and/or Increase Downloads and Installed
  50. 50. Eric Enge @stonetemple www.stonetemple.com ~60% Via the App Store
  51. 51. Eric Enge @stonetemple www.stonetemple.com Nielsen Numbers Very Similar
  52. 52. Eric Enge @stonetemple www.stonetemple.com Number of Downloads From the App Store Impacts Rankings
  53. 53. Eric Enge @stonetemple www.stonetemple.com Strong Correlation Between Rating and Ranking Position (iOS)
  54. 54. Eric Enge @stonetemple www.stonetemple.com Less Correlation Between Rating and Ranking Position (Google Play)
  55. 55. Eric Enge @stonetemple www.stonetemple.com Apple App Store Ranking Factors
  56. 56. Eric Enge @stonetemple www.stonetemple.com Google Play Ranking Factors
  57. 57. Eric Enge @stonetemple www.stonetemple.com Keywords in the Title Tag Matter
  58. 58. Eric Enge @stonetemple www.stonetemple.com Competitive Research
  59. 59. Eric Enge @stonetemple www.stonetemple.com Test and Refinement Process
  60. 60. Eric Enge @stonetemple www.stonetemple.com Use Available tools, such as: • Appcod.es • App Annie • Sensor Tower
  61. 61. Eric Enge @stonetemple www.stonetemple.com App Deep Linking
  62. 62. Eric Enge @stonetemple www.stonetemple.com App Deep Linking is a Process for Exposing “Pages” in Your App, so They Can Be Crawled and Indexed by Google
  63. 63. Eric Enge @stonetemple www.stonetemple.com
  64. 64. Eric Enge @stonetemple www.stonetemple.com How App Deep Linking Affects Search (iOS)
  65. 65. Eric Enge @stonetemple www.stonetemple.com App Install Button in Google SERPs App Seeking Query Examples: • Restaurant finder • Grocery shopping list • Breaking news app
  66. 66. Eric Enge @stonetemple www.stonetemple.com Basics of Implementation Important Considerations • Setup Your App to Respond to HTTP Requests • Match up APP URIs with Desktop Pages • Use NoIndex.XML to block indexing of URIs • Avoid App Install Interstitials
  67. 67. Eric Enge @stonetemple www.stonetemple.com 5. Design Your Mobile Pages First
  68. 68. Eric Enge @stonetemple www.stonetemple.com If Most of Your Audience is Coming in From Mobile …
  69. 69. Eric Enge @stonetemple www.stonetemple.com Their Screen Looks a Bit Like This, and …
  70. 70. Eric Enge @stonetemple www.stonetemple.com Your Normal Desktop Page Looks Like This, and …
  71. 71. Eric Enge @stonetemple www.stonetemple.com Does it Make Sense to Shove 10 LBS of **** Into a 5 LB bag?
  72. 72. Eric Enge @stonetemple www.stonetemple.com 6. Get Mobile First NOW
  73. 73. Eric Enge @stonetemple www.stonetemple.com “… more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan” Google: May 5th, 2015 http://adwords.blogspot.com/2015/05/building-for-next-moment.html
  74. 74. Eric Enge @stonetemple www.stonetemple.com 75% of the Devices Will be Something OTHER than a Smartphone, Tablet, or PC
  75. 75. Eric Enge @stonetemple www.stonetemple.com “Voice control/search will soon be the primary way that users interact with Android devices, especially as the operating system expands into cars, onto wrists and on TV sets.” Greg Sterling Search Engine Land June 27, 2014
  76. 76. Eric Enge @stonetemple www.stonetemple.com 44% of ALL Digital Media Time Spent on Apps
  77. 77. Eric Enge @stonetemple www.stonetemple.com Facebook Rising
  78. 78. Eric Enge @stonetemple www.stonetemple.com AMP Impact With Caching Included
  79. 79. Eric Enge @stonetemple www.stonetemple.com Why You Must be Mobile First Summary 1. Mobile Searches > Desktop Search 2. Voice Search Will Become Primary Interface 3. More Time Spent in Apps Than Anywhere Else 4. Facebook Rising 5. Demand for Speed Growing Faster Than Ever
  80. 80. Eric Enge @stonetemple www.stonetemple.com You Can Watch Your Competition Pass You By!
  81. 81. Eric Enge @stonetemple www.stonetemple.com Or Leave Them in the Dust!
  82. 82. Eric Enge @stonetemple www.stonetemple.com Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!

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